A landing page is one of the most crucial sales tools on the internet and serves as the foundation of many companies’ online operations. Learn how a properly constructed landing page should look and how it can translate into fantastic sales results (high conversion rates).
What Is a Landing Page?
A landing page is a type of webpage designed to convince a visitor to take a specific action immediately. This action could be making a purchase, providing an email address, filling out a form, or other activities depending on your objectives. A landing page is often referred to as „destination page. The entire page should serve as a compelling incentive to prompt the visitor to take a specific action. It must be engaging, easy to read, and straightforward. It’s worth investing a lot of time and attention into it because everyone who lands there is already somewhat interested in what you offer, and you just need to persuade them to take the final step.
How Do Visitors Reach a Landing Page?
To attract visitors to your landing page, you can utilize a wide range of paid advertising, such as Facebook Ads and Google Ads, as well as paid email marketing. You can also attract visitors through organic search if you’ve optimized your page for SEO. If you already have a business and your own subscribers or customers, you can encourage them to explore new services or products through your newsletter, website links, or social media.
Types of Landing Pages
There are several basic types of landing pages, depending on their goals. These include:
- Sales Landing Page: Typically used to persuade someone to order a product or service. It should include e-commerce solutions.
- Lead Generation Page: Designed to have someone fill out a form with various details.
- Click-Through Page: Serves as an introduction and encouragement to visit another page with more information.
- Coming Soon Page: Often used in new projects to estimate interest or demand for a service or product.
What Should an Effective Landing Page Look Like?
Landing pages should meet various criteria. Basic principles are quite simple and often resemble those applicable to other types of webpages, although they have their unique requirements. High readability and intuitiveness should be present on every page. On a landing page, it’s essential to ensure that nothing distracts the visitor, and the layout leads them to the ultimate Call to Action (CTA) link/button.
The CTA, or Call to Action, is the most critical element on such a page. Its content should match the action taken upon clicking it. Typically, CTAs consist of short, straightforward messages like „Buy Now!”, „Order!”, „Sign Up!”, „Try It!”, or „Submit a Request!” Of course, it can be a bit more elaborate, such as „Try for Free!”, „Order with a Discount!”, or „Join Our Club!”
These pages usually operate using the language of benefits, addressing the positive aspects of the action to the interested party. Speaking to the visitor in the first person, you present benefits such as solving their problem, saving time, providing a significant opportunity, or enhancing their quality of life.
Recommendations often appear on these pages, whether they are for a particular product endorsed by various authorities or ordinary users. Obtaining recommendations from your customers is relatively easy by encouraging them to leave reviews after a purchase. However, it’s essential not to overwhelm the reader with too many recommendations, as landing pages should not be overly long, which can lead to reader fatigue and prompt them to leave the page before reaching the end.
Technical Aspects of a Landing Page
The technical aspects of a landing page should not be overlooked. Using various free or paid templates will usually result in a page that works well on all browsers and performs excellently on smaller smartphone screens. However, it’s essential to verify this, especially if you’re having such a page created by a company or a freelancer.
As mentioned earlier, achieving a good ranking in Google search results and, if you intend to operate in the USA, also in Bing, is necessary.
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